Positioning the transition to parenthood to create positive perceptions

Anne FoxHead of Corporate Communications

Theme 3

Creating a positive image of parenthood

First action

Define and name the life stage “transition to parenthood (TTP)”

Why do we need a positive perception of parenthood?

•Many of the issues parents face can be attributed to a poor societal understanding of the value of parenting •NCT wants to improve the population’s understanding of TTP•We understand the importance of the dependency between early parenting and a child’s wellbeing – and this is being increasingly recognised •We will achieve this objective through influencing media, popular culture and education•Thought leadership will be the main approach we adopt in this work

Parents don’t getto define messagesin the media aboutparents

Media - cynical, idealistic, confusing

Brands - Idealistic and unrealistic, exploitative?

− World shrinks− Become hyper-sensitive - ‘I find it difficult to watch the news’− Status in society reduces− Total change in focus away from self and partner− Fear and anxiety− Joy − Excitement − Nervousness− Huge financial demands− Tiredness− Frustration− Love (or not)− Re-assessment of self− Sense of not achieving things− Tension/being more chilled− Change in feeling towards career− Panic− Feeling of losing all control of your life/day− Feeling of disconnection and having nothing in common with childless friends− Connection with other parents− Change in body shape and image− Wanting to become part of a community− Feeling of inadequacy− Comparisons

What happens in the transition to parenthood (TTP)?

Sound familiar?

So, what’s in a name?

We know what we mean when we say teenager, and so do the people we say it to. There’s a shared understanding and among parents of teens often a knowing look and a sigh!

Gap year is increasingly used to describe an experience- mainly liked to the year between second and high level education If your friend told you their 19 year old was on a gap year you’d probably ask what they were doing, where they away and whether they’d taken any risks.

Age

BabyToddlerChildTeenagerMiddle Aged

Activity

SchoolchildRetiredGap yearParent

Label

WagYuppieChavGeekPlastic

Status

AdultAsylum seekerRefugeeSpouseGuardianOAP

Experience

War HeroOlympiadVietnam VeteranDadMum

Insight

Water-cooler momentBrainstormIn the zoneDrunk the cooladeTouch base

Natural event

The change

Brand

WassupHooverGoogle

Names fall into different types…

Age

BabyToddlerChildTeenagerMiddle Aged

Activity

SchoolchildRetiredGap yearParent

Label

WagYuppieChavGeekPlastic

Status

AdultAsylum seekerRefugeeSpouseGuardianOAP

Experience

War HeroOlympiadVietnam VeteranDadMum

Insight

Water-cooler momentBrainstormIn the zoneDrunk the cooladeTouch base

Natural event

The change

Brand

WassupHooverGoogle

The consensus among those we have consulted with at 2020 Tour sessions is that the type of name that works best to describe your transition to parenthood and that of those parents you have supported on behalf of NCT is in the Status, Natural event or Brand categories.

We’ve been taking feedback on the 2020 tour and consulting with NCT’s internal stakeholders and the agency will complete their work in 2012.